文档介绍：甜 品 店 策 划 案
制作人：潘英剑
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目录
一、企业描述··················································3
二、市场分析
（一）目标顾客分析······················································3
（二）目标市场分析·····················································4
（三）顾客需求分析·····················································5
（四）价格定位分析······················································5
（五）分析总结·6
三、竞争分析
（一）行业竞争者·······················································7
（二）消费者···························································10
（三）替代者···························································10
（四）竞争优劣分析表···················································11
四、企业组织结构
（一）企业形式·························································11
（二）企业组织结构图···················································11
五、营销策略
（一）产品策略························································12
（二）价格策略························································12
（三）促销策略························································12
六、店内装修创意
（一）菜单制作························································13
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（二）愿望墙···························································13
（三）娱乐项目························································13
（附图）
七、风险分析预测
（一）环境风险·························································14
（二）经营风险························································14
（三）市场风险·························································14
（四）财务风险·························································14
八、投资预算
（一）建设投资·························································15
（二）管理成本·························································15
附录 1（调查问卷）
一、企业描述
（一）店名：“？？”甜品店
（二）经营范围：港式甜品、各类饮品、蛋糕等。
（三）经营规模：小型
（四）经营理念：打造极致的产品、舒适的环境
（五）产品描述：“？？”甜品店是一家以甜品为主的综合休闲店。主打产品有补上
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二、市场分析
根据附录 1 的市场问卷调查，随机在选址处调查了 30 位行人，得出以下数据，并
对某些可用性问题的数据进行了一定的分析，对甜品店的创业会有一定的参考性。
（一）目标顾客分析：
Q1：您是否经常吃甜品？（单选）
条件 选项
A 几乎天天
B 每周两次以上
C 每周一两次
D 几乎不吃
调查人数
14-18 周岁男 性
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1
1
3
18-25 周岁男 性
3
2
5